IMPLEMENTASI PERSONAL SELLING GRAPARI TELKOMSEL DIMASA PANDEMI (Studi Deskriptif Kualitatif pada Customer Service Representative GraPARI Telkomsel Mall Kota Kasablanka Tahun 2021)

FADILLA, DAMAYANTI (2021) IMPLEMENTASI PERSONAL SELLING GRAPARI TELKOMSEL DIMASA PANDEMI (Studi Deskriptif Kualitatif pada Customer Service Representative GraPARI Telkomsel Mall Kota Kasablanka Tahun 2021). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Promosi memiliki peran penting dalam menentukan sebuah keberhasilan pemasaran. Cara promosi dapat dilakukan melalui berbagai strategi, salah satunya yaitu strategi personal selling oleh marketing terhadap calon konsumen. Penelitian ini dilakukan agar mengetahui bagaimana implementasi strategi personal selling yang dilakukan oleh customer service GraPari Telkomsel untuk meningkatkan brand awareness masyarakat di masa pandemi tahun 2020. Penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif. Teknik pengumpulan data yang digunakan dalam studi kasus ini adalah menggunakan data primer melalui wawancara mendalam dengan narasumber terkait, dan data sekunder dalam bentuk studi kepustakaan, dokumentasi, serta observasi non partisipan. Hasil penelitian menunjukan bahwa implementasi strategi penjualan personal grapari telkomsel untuk meningkatkan kesadaran merek dalam masa pandemi dilakukan melalui kegiatan penjualan personal pelayanan pelanggannya. Dari hasil penelitian ini, peneliti menyarankan perlunya peningkatan training terutama dalam meyakinkan konsumen, pendekatan konsumen, dan training dalam penyampaian product knowledge yang dimiliki. Kata kunci: Strategi Promosi, Personal selling, Produk Telkomsel. Promotion has an important role in determining a marketing success. Promotion can be done through various strategies, one of which is a personal selling strategy by marketing to potential customers. This research was conducted to find out how the implementation of the personal selling strategy carried out by Telkomsel GraPari customer service to increase public brand awareness during the 2020 pandemic. This research uses a case study method with a qualitative approach. The data collection technique used in this case study is to use primary data through in-depth interviews with relevant sources, and secondary data in the form of literature study, documentation, and non-participant observation. The results showed that the implementation of Telkomsel's personal grapari sales strategy to increase brand awareness during the pandemic was carried out through personal sales activities for customer service. From the results of this study, the researcher it is necessary to increase training, especially in convincing consumers, consumer approaches, and training in delivering product knowledge. Keywords: Promotion Strategy, Personal selling, Telkomsel Products

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